Abstract

OJEDA, Robert; PEREA, Mónica  and  PUERTO, Angie. INTERNATIONALIZATION STRATEGY OF THE COUNTRY BRAND IN COLOMBIA: HISTORICAL JOURNEY, APPROACHES AND THEORIES. Revista Chakiñan [online]. 2018, n.4, pp.78-94. ISSN 2550-6722.

This article seeks to determine the approaches and theories that underpin the strategy of internationalization of Marca Colombia in the period 2002-2010. This study is based on a descriptive and documental analysis with a qualitative approach in areas of knowledge such as International Relations, Economic Sciences and International Business. The collection of information from primary and secondary sources allowed us to identify the main theories and approaches that account for the internationalization strategy of Marca Colombia. As results could be found from the "theory of interdependence", three approaches: -soft power; Territorial marketing; and foreign direct investment - that allow us to account for the internationalization strategy Marca País Colombia. This theory of interdependence and the approaches of soft power, territorial marketing and foreign direct investment, compose and support the creation of internationalization strategies, given that the globalized system and the constant interconnections justify projects like Country Brand to boost the national agenda of each state and thereby obtain internal economic and political benefits.

Keywords : Strategies of internationalization; territorial marketing; country brand and Colombia brand.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )